European esports organisation GIANTX has signed a new sponsorship agreement with Spain-based private online university UTAMED. The deal will run through the end of 2026 and see UTAMED become the Official Education Partner of GIANTX.
Under the agreement, UTAMED’s logo will appear on GIANTX team jerseys, placed on the clavicle or shoulder area. This branding will be visible during competitions such as the League of Legends EMEA Championship (LEC), Europe’s top League of Legends tournament. Financial details of the agreement were not disclosed.
The partnership also includes integration across GIANTX’s content ecosystem. UTAMED will feature in the organisation’s social media, official competitions, and other digital assets. Both companies will also work together to produce original content, including a YouTube series. The content will use gaming-style language to connect topics such as education, professional development, and digital entertainment, with a focus on younger audiences.
GIANTX explained that this partnership is meant to bring education closer to the world of gaming and digital culture. According to the organisation, many young people today grow up with games, streaming, and online communities, so the idea is to design learning in a way that feels natural to them. Instead of separating studies from hobbies like gaming, this approach tries to combine both so learning becomes more relevant.
“This agreement is especially valuable because it unites two projects with roots in Malaga and Andalusia that share a common vision for the future. We want to continue connecting with new generations in their own language, and gaming is a key tool for this. Partnering with UTAMED is a source of great pride for GIANTX,” said José Ramón Díaz, CEO of GIANTX.
GIANTX was created in 2023 after the merger of Giants Gaming and Excel Esports. The organisation competes in titles such as League of Legends and VALORANT and has previously partnered with brands like Maggi, KitKat, Hot Wheels and HSBC UK, among others. The UTAMED deal is the first time GIANTX, or its previous organisations, has announced a dedicated education or university partnership.
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